Mississauga mayoral candidate rolls out sign stunt

The self-proclaimed third candidate in the Mississauga mayoral election unfurled a 50-foot banner during the Monday morning rush hour.

Kevin Jackal Johnston and his son Brayden, 11, waved to motorists from behind the banner advertising his website mayorjackal.com at a carpool lot off of Hurontario St. overlooking Hwy. 401.

Johnston, a former DJ and comic book artist, claims the banner is not a political advertisement but rather a sign highlighting the coupons available on his website. Above the letter ‘a’ in the word ‘mayor,’ small text directs the viewer to visit his website to collect the coupons.

“This is a coupon banner, there’s nothing more to be said other than get some cool coupons,” Johnston said. “I’ll be releasing pretty good coupons later this week, such as you can put a pie in my face for half price.”

CLP Sports of Mississauga posted a coupon good for 25% to 40% off certain merchandise, but the coupon was to expire Aug. 20, according to the store. As for the pie coupon, it’s not yet available.

The stunt is part of the candidate’s cost-cutting strategy to win the election. Johnston said he is funding his campaign himself and to be able to afford the expenses involved, he is focusing on connecting with people directly.

“The overall campaign strategy has been, from day one, guerilla marketing,” he said.

This is the 12th time Johnston has displayed the banner around the city and the fifth time he has set up at the carpool lot. He says he chose the spot because it gives him the best opportunity to see many vehicles and their reaction to his banner.

“If you don’t get reaction, then you know people are not paying attention,” he said.